Microsoft tops the list of UK's top 500 Superbrands

Microsoft has been voted top UK brand in a poll of consumers and industry experts conducted by consultancy Superbrands.

The BBC came second, with British Airways third and Mercedes-Benz and Porsche taking fourth and fifth respectively. Marks & Spencer proved its return to favour with the public by taking sixth place.

The Superbrands Council, which includes direct marketing guru Drayton Bird and the co-founder of Innocent drinks Richard Reed, considered more than 1,200 brands. Of these, 650 were selected and rated by a 2,373 strong consumer panel, coordinated by market research company YouGov.

The winners were announced at the first Superbrands Awards last night.

"It is clear that all of the 2006/2007 Superbrands have successfully communicated a unique identity, which reflects their core values -- something that is essential for any successful brand."

This is the first time Superbrands has joined forces with a market research company to ask consumers which brands they rate.

Cheliotis said: "In recent years, we have seen a new wave of articulate consumers, who take an interest and actively seek information on the brands they consume, as such they are inherently qualified to aid in the judging process, helping to identify what brands deserve the status of Superbrand."

The consumer's vote replicated the joint panels' decision, but in the Superbrand Council's list, Guinness topped came out on top, with Apple, Stella Artois, Microsoft, BMW and Nike following in that order.

Top 10 Superbrands

1 Microsoft

2 BBC

3 British Airways

4 Mercedes-Benz

5 Porsche

6 Marks & Spencer

7 Google

8 Heinz

9 Duracell

10 Sony

The full list of the top 500 Superbrands can be viewed at superbrands.org/uk